Facebook advertising has become one of the most used social media advertising platforms in the Sri Lankan telecommunication industry. The industry is growing rapidly over the past decade of time and demand for telecommunication services has been enormously raised. In today's context, telecommunication service providers utilize Facebook advertising to accomplish specific marketing goals and objectives. Thus this study aims to interpret how Facebook advertising affects e-brand equity. Moreover, the researcher’s secondary aim is to examine the moderate role of negative sentiments. This analysis was quantitative and structured questionnaires were used to obtain primary data from the sample. The study used the convenience sampling method, which comes under non-probability sampling and three hundred thirty-three responses were collected from the western province which includes Colombo, Gampaha and Kalutara districts. The data were analyzed using the software SPSS 25 to obtain descriptive statistics, comparing mean analysis and correlation analyses. The findings of the study revealed that Facebook advertising significantly impacted e-brand equity while negative sentiments significantly moderated the relationship between Facebook advertising and e-brand equity. Finally, the study contributes with several strategies for the telecommunication industry with their Facebook advertising practitioners in planning the advertising campaigns and improving the existing practices.

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With the impact of new technological advancement marketing strategies and tools have evolved significantly. Gamification is one of the trendiest tools which can be used to generate more brand engagement in the marketing context. Gamification has been used in different industries so far in order to generate brand engagement by targeting different sets of the target audience. Sometimes it has been linked with different types of platforms and mostly used to provide a better-gamified experience along with the brands in the marketing context. In many countries, this concept is tested in different platforms in order to use this more effectively in the marketing context. With the impact of severe problems and different circumstances, gamification has been used in the industry to generate better brand engagement and this notion has evolved and subsequently gained the attention of researchers. However, it is questionable what significant characteristics a firm needs to focus on gamification to have better brand engagement in the marketing context. As a result, the purpose of this paper is to attempt to review both empirical and theoretical arguments and aspects to consider in gamification as a platform and its impact on brand engagement in the marketing context. To objectively analyze the gamification components described by many writers, a thorough literature review is conducted by selecting both conceptual and empirical works mostly published recently in renowned publications. Based on the content, gamification components have been identified as mechanics & aesthetics, self-benefits, self-interaction, and self-achievement. A proposed model extends the findings into a conceptual realm by summarizing all these aspects.